Write A 700 To 1050 Word Paper Where You Identify Five Rece ✓ Solved

Writea 700 To 1050 Word Paper In Which Youidentify Five Recent Comm

Write a 700- to 1,050-word paper in which you: Identify five recent commercials that you have seen or watched that you believe are effective at advertising. Identify the part of the Hierarchy of Effects Model that the advertisement targets, noting the specific step in the model related to the part. Do any of the advertisements touch on the means-end concepts? Answer the following questions: What market segment are the commercials targeted at (describe these target markets)? Are the messages aligned with the IMC objectives? Do the messages resonate with the target market? Is the correct media being used to send out the messages? What kind of message strategy is being used - cognitive, affective, or conative? What recommendations, if any, would you make to change the message content? Format your presentation consistent with APA guidelines.

Sample Paper For Above instruction

Introduction

Advertising is a vital component of a company's marketing strategy, aiming to influence consumer behavior and build brand awareness. The effectiveness of an advertisement hinges on various factors, including how well it targets the right audience, resonates with viewers, and aligns with the overall marketing communication objectives. In this paper, I will analyze five recent commercials that I found effective, examining their alignment with the Hierarchy of Effects Model, their target market segments, message strategies, and the channels through which they are conveyed. Additionally, I will offer recommendations for potential improvements to their messaging strategies.

Selected Commercials and Their Effectiveness

1. Nike's "You Can't Stop Us" Campaign

Nike’s "You Can't Stop Us" commercial emphasizes resilience and unity amid global challenges. The ad features athletes from diverse backgrounds overcoming obstacles, emphasizing perseverance. This commercial effectively targets the affective stage of the Hierarchy of Effects Model by reinforcing emotional engagement with viewers (Percy & Rossiter, 1997). It appeals to consumers’ emotional connection to sports and personal resilience, stirring feelings of motivation and inspiration.

2. Apple’s "Behind the Mac" Campaign

This commercial showcases creative professionals working from home, emphasizing innovation and productivity. It targets the cognitive stage by providing information about product features and benefits, aligning with the awareness and knowledge steps of the Hierarchy of Effects Model (Noble & Phillips, 2017). The ad appeals to viewers’ desire for efficient, reliable technology solutions.

3. Coca-Cola’s "Open To Better" Commercial

Coca-Cola’s ad emphasizes positivity and connection, encouraging consumers to look forward to better days. It targets the affective stage, aiming to evoke feelings of hope, happiness, and social bonding (Williams & Chabowski, 2018). The ad resonates with consumers seeking comfort and joy in their daily lives.

4. LG's "Life’s Good" Series

LG’s commercials showcase innovative home appliances that simplify daily life. These commercials target the cognitive and conative stages by providing product information and encouraging consumers to take action, such as purchasing or exploring new products (Kotler & Keller, 2016). The advertisements emphasize product quality and technological excellence.

5. Amazon Prime's "Delivering Smiles" Commercial

This ad features stories of courier workers bringing packages to families, emphasizing service and reliability. It primarily targets the conative stage by motivating viewers to subscribe or use Amazon Prime services. It also appeals to the affective stage through messages of connection and service dedication (Belch & Belch, 2015).

Analysis Based on the Hierarchy of Effects Model and Means-End Concept

Among the five commercials, Nike’s and Coca-Cola’s ads predominantly target emotional engagement, aligning with the affective stage. Apple's campaign provides informational content, targeting the cognitive stage, while LG’s and Amazon Prime focus on motivating consumers toward action, aligning with the conative stage.

The means-end model is evident in Nike’s "You Can't Stop Us" campaign, which connects product branding to personal values like resilience and perseverance, implying that purchasing Nike products can help consumers embody these qualities. Similarly, Coca-Cola associates its brand with positive emotional states, linking product consumption to personal happiness and social bonding, which are means-end chains.

Target Market Segments

Nike’s commercial targets active individuals of diverse backgrounds, particularly younger consumers aged 18-35 who value resilience and social justice. Apple’s ad appeals to professionals and creatives aged 25-45 seeking innovative technology. Coca-Cola’s "Open To Better" campaign targets a broad demographic, including families and social groups seeking positivity and community connection. LG’s commercials focus on homeowners and tech-savvy consumers aged 30-50 interested in home appliances. Amazon Prime’s commercial targets busy families and working professionals who prioritize convenience and reliable delivery services.

Alignment with IMC Objectives and Message Resonance

All five commercials align well with their companies' integrated marketing communication (IMC) objectives, which aim to build brand awareness, reinforce brand values, and drive consumer action. For instance, Nike emphasizes resilience, reinforcing brand identity, while Apple highlights technological innovation, aligning with its positioning as a leader in creative solutions. Coca-Cola’s positivity messaging bolsters its brand promise of happiness and social connection.

The messages resonate effectively with their target audiences, leveraging emotional appeal, informational content, or motivational cues to foster engagement and influence purchasing behavior. The use of relatable stories, diverse representation, and aspirational themes enhances their impact.

Media Channels and Message Strategies

These commercials utilize a mix of media channels, including television, social media platforms, and online streaming services. Nike’s and Coca-Cola's ads are prevalent on social media owing to their viral potential and emotional storytelling. Apple’s campaign features on premium digital platforms like YouTube and targeted online advertising. LG's commercials are featured on home-centered channels and digital platforms, while Amazon Prime’s ads are prominent during streaming content and social media.

The message strategies predominantly include affective (emotional appeal), cognitive (product information), and conative (call-to-action) approaches (Schultz & Schultz, 2019). Nike and Coca-Cola use affective strategies to evoke emotional responses; Apple and LG focus on cognitive strategies to inform about features; Amazon emphasizes conative strategies to motivate subscription and usage.

Recommendations for Enhancing Message Content

While the commercials are generally effective, further personalization could enhance resonance. For Nike, incorporating user-generated content or testimonials could strengthen emotional engagement. Coca-Cola might expand its messages to include more diverse cultural narratives, fostering inclusivity. Apple's messaging could benefit from clearer highlighting of product differentiation features, especially sustainability aspects. LG could incorporate interactive features in digital ads, allowing consumers to explore products virtually. Amazon Prime should focus on storytelling that emphasizes convenience in everyday life, perhaps through real-life user stories. Overall, integrating more personalized, interactive, or culturally relevant content could elevate the effectiveness of these commercials.

Conclusion

The examined commercials demonstrate strategic alignment with their target markets, the Hierarchy of Effects Model, and the means-end concept. By understanding these dynamics, marketers can craft more effective advertising campaigns that foster emotional engagement, provide informative content, and motivate consumer action. Continuous adaptation and leveraging innovative media and message strategies will ensure the sustained success of their advertising efforts in a rapidly evolving marketplace.

References

  • Belch, G. E., & Belch, M. A. (2015). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
  • Noble, C., & Phillips, B. J. (2017). Constructing effective marketing communications campaigns. Journal of Advertising Research, 57(2), 213-222.
  • Percy, L., & Rossiter, J. R. (1997). Strategic Advertising Management. Oxford University Press.
  • Schultz, D., & Schultz, H. (2019). The Future of Advertising and Branding. Routledge.
  • Williams, M., & Chabowski, B. (2018). Building emotional brand connections through advertising. Journal of Brand Management, 25(4), 350-365.
  • Noble, C., & Phillips, B. J. (2017). Constructing effective marketing communications campaigns. Journal of Advertising Research, 57(2), 213-222.
  • Williams, M., & Chabowski, B. (2018). Building emotional brand connections through advertising. Journal of Brand Management, 25(4), 350-365.
  • Belch, G. E., & Belch, M. A. (2015). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
  • Schultz, D., & Schultz, H. (2019). The Future of Advertising and Branding. Routledge.

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